The prior two tasks occur at the beginning stages of a company’s digital marketing efforts, which paves the way for arguably one of the most important stages, and the first thing that the user actually interacts with; the website.
It’s important to have a consistent approach to the website build process that you can come back to if/when you wish to deploy a website redesign or brand refresh to ensure you haven’t missed anything out.
We will set out the steps for you below.
The first stage is to look back on the work that you, or your digital agency, have done with your brand and content strategies. This not only helps to serve as a reminder of your business goals and benchmarks, but will also highlight that websites are not just eye candy. They act as a vehicle for transforming new users into leads and ultimately conversions.
A quick run-down of the things to keep in mind include:
- What is your vision/mission statement?
- Who is your audience and what USP are you providing?
- Who are your main competitors and what do their websites look like?
- What KPIs are you benchmarking?
If your business is in the FMCG sector, then you want a website that is succinct and moves the customer to the buying phase as quickly as possible.
Whereas if your business offers SAAS or educational services, then you’ll want to ensure that the user is given enough information to guide them through the funnel.
This is the fun part where you get to sit down with your graphic designer and start bringing these ideas to life!
It’s important to understand how the design process has changed over the years; not just because of the different technologies that need to be considered across a range of touchpoints, but also the way in which a user interacts with those digital channels.
The ability to observe and adapt is paramount, which is why it’s important to work with wireframes and prototypes that you can do A/B tests on to see how well they perform and improve and adjust accordingly.
Once you’ve had a good idea of how the website works as a cohesive structure, you can confidently sign off on the build process.
A few things to consider when working in the production phase (that your designer will thank you for later):
- Understand the demographic of your target audience,
- do some competitor benchmarking,
- and to approve and let go of visual assets once they are in place.
Whilst branding and content is important, we can’t stress enough that spending months and months changing your mind about one image is a waste of everyone’s time. You can refresh images in the next iteration, but trust in your designer!
The tools a graphic designer uses will vary from apps like Sketch, Figma, and Adobe XD. All have their pros and cons so it’s best to discuss your requirements. Though if you are working with a large marketing team and require an easy way for everyone to edit and add their input into the wireframes then Figma is a powerful tool to help you do that (Sketch is a Mac only subscription, which can be limiting for some companies.)
Post-Production (Or Post-Build)
Once the basic wireframe or prototype of the website has been designed, the copywriters will step in and populate with content (UX copy for the website and call-to-action, and content writing for blogs and whitepapers).
Everything is then tested by the development team, and finally the staging site is released for the users to experience.
The staging site should always be available for review by the client throughout development so there should never be any surprises when the final presentation and handover comes around.
The website will only go live when all departments are happy, and it is tested again on the live environment.
At enotions we work with our clients for the entire end-to-end process, ensuring that they are kept in the loop every step of the way.
We also carry out ongoing security updates for all of our clients after their website has been deployed and monitor all sites on a 24/7 basis (and backup the data) to ensure no sites or servers are compromised.
This can often be an overlooked step in the post-deployment stage, but it’s an equally crucial step to ensure a healthy, optimised website that your users will be engaged with and excited by!
Drop us a line to find out how we can help your company stand out from the crowd.